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Selective perceptions of hydraulic fracturing.

Melanie A Sarge1, Matthew S VanDyke1, Andy J King1

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Politics and the Life Sciences : the Journal of the Association for Politics and the Life Sciences
|September 25, 2015
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Summary

Public understanding of hydraulic fracturing (HF) is divided. Support for HF is linked to economic views, not environmental ones, creating a communication challenge.

Keywords:
Hydraulic fracturingeconomic benefitenvironmental costfrackingselective perceptionvisual framing

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Area of Science:

  • Environmental Science
  • Energy Policy
  • Communication Studies

Background:

  • Hydraulic fracturing (HF) is a key technology for domestic energy production in the US.
  • Public perception of HF remains largely undecided, impacting policy and acceptance.
  • Understanding how the public forms opinions on HF is crucial for effective communication.

Purpose of the Study:

  • To investigate how individuals understand hydraulic fracturing (HF).
  • To identify key indicators of public support and beliefs regarding HF.
  • To explore the role of visual framing in shaping perceptions of HF.

Main Methods:

  • Conducted a systematic evaluation of 40 images related to hydraulic fracturing.
  • Utilized an online experimental design with 250 participants.
  • Analyzed participant support levels and beliefs about HF, including economic and environmental framing.

Main Results:

  • Participant support for HF was diverse: 47% low, 22% high, 31% undecided.
  • Support for HF correlated positively with economic issue framing and negatively with environmental issue framing.
  • An interactive relationship was found between visual framing and an individual's level of support for HF.

Conclusions:

  • Public understanding of hydraulic fracturing is influenced by pre-existing beliefs and visual framing.
  • Framing HF as an economic issue increases support, while framing it as environmental decreases support.
  • Strategic communicators face challenges due to the perceptual filter created by varying levels of support for HF.